Case StudyEnhancing SEO into a social, branded experience.

a case study withMarriott International

When you understand today’s traveller, you can find opportunities
in something is simple as SEO to create an engaging experience that
adds value to the consumer’s relationship with a brand.

Beginning as a digital platform to enhance Marriott’s general SEO,
St. John & Partners created Tripographer as a robust, experiential
destination for users to create and share their travel-related
content while providing increased SEO functionality for Marriott
properties.

Marriott presented a challenge to improve search engine optimization
that didn’t include paid search. The initial idea was a simple widget
that would create additional link-back opportunities. But, knowing that
SEO is a long-term process that includes many elements, we decided to
focus on the idea of user-generated content creation – because after
all, content is a driving factor of SEO.

The custom application, which we named Tripographer, allows users to
upload their vacation photos, treat them with unique filters and create
a Street View tour of their vacation complete with narration using
Google Maps’ API. Tripographer adds to Marriott’s guests overall brand
experience by allowing users to create memorable vacation experiences
in social media, while giving a nod back to the Marriott brand – and
dynamically and seamlessly linking back to Marriott properties based on
the location of the user’s content.

The result is an engaging social platform that not
only drives content sharing among users, but each piece of content
dynamically links back to Marriott properties featured in user content.

Overall Results

Within the first 60 days of launch, Tripographer had more than
500,000 unique visitors and more than 1,300 accounts
created.

It was also named to the Favorite Website Awards’ Public
Shortlist, and was recognized for two Bronze 2013 Telly Awards for
its homepage promotional video.

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The site also won one Gold 2013 W3 Award, five Silver 2013 W3
Awards and a 2014 Pixel Awards People’s Champ in the Travel (Mobile)
category.

Introductions are the hardest part.

New Business

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